ScandAsia China - June 2015

JUN 2015
China
EXPANDING
THE OTHER
WAY AROUND
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Coming Events
Young Swedish Midsummer Party
What: SYP Shanghai: Legendary Midsummer Party
Where: Terrace, Four Seasons Hotel Shanghai, 500 Weihai Road
When: Jun 19 @ 19:00 – Jun 20 @ 00:00
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Midsummer Junk in HK
What: Young Professionals Hong Kong:
Midsummer Junk 2015
Where: Central Pier
When: Jun 21 @ 10:00 – 18:00
It’s finally time for Young Professionals’ legendary
Midsummer junk!
The day will include a traditional smorgasbord
(buffet) with herring, meatballs, strawberries and
much more. All you need to bring for this event
is your swimsuit and sunscreen.
After lunch there will be time for midsummer
games and dances like kubb and “små grodorna”,
as well as relaxation in the sun and swimming.
Only a limited number of seats, first come first
served. Everyone is welcome, but priority will be
New road from Xinjiang to Europe
What: Danish Chamber of Commerce: One Belt,
One Road
Where: Four Seasons Hotel Shanghai,
500 Wei Hai Road, Shanghai, China
上 海 四 季 酒 店 , 上 海 市 威 海 路 500 号
When: Jun 18, 2015 18:30- 20:30
The Swedish Young Professionals would like to
invite all members for another year of our most
sought-after event; the annual Swedish Midsummer
Party!
Tickets are sold in advance at 450 RMB & at the
door at 500 RMB.
Ticket including: Swedish midsummer buffet, freeflow
beer, wine, schnapps and other spirits. Free
entry to after party.
Pick-up of tickets:
Regular office hours (9AM-6PM)
Swedish Chamber of Commerce / 中 国 瑞 典 商 会
16F, Venturetech Plaza, 819 West Nanjing Road,
Shanghai
上 海 市 南 京 西 路 819 号 中 创 大 厦 16 楼 , 200041
given to YP members.
Tickets are sold at 500 HKD (members) and 650
HKD (non-members) from Swedish Chamber of
Commerce in Hong Kong
Room 2503, 25/F, Bank of East Asia Harbour
View Centre, 56 Gloucester Road, Wanchai,
Hong Kong
China has just announced its ambitious “One Belt,
One Road” strategy. The land-based New Silk
Road Economic Belt will run westward overland
from China’s Xinjiang province through Central
Asia, the Middle East and onward to Europe. The
second route, the 21st-Century Maritime Silk
Road, loops from the Chinese coastline south and
westward by sea towards Europe, with proposed
stops in South-east Asia, South Asia and Africa.
Both routes are ostensibly trade-driven, but
infrastructure investment at key junctures
will be funded by a combination of Chinese
bilateral assistance and the newly created Asian
Infrastructure Investment Bank.
What will be the impact of Chinese expansion
into these new markets & will this lead to the
revival of a EurAsian continent with significant
increase in cross border trade?
Member’s price: 200 RMB
Non-member’s price: 400 RMB

June 2015 • ScandAsia.China 3

News Brief
New Board elected for the Norwegian Chamber
of Commerce, Hong Kong
Norwegian Chamber of Commerce, Hong Kong’s
Annual General Meeting was held on 13 April
2015, where the following office bearers were
elected or re-elected for the term of 2015-2016:
Elected:
Mr. Kjartan Furset,Chairman
Dr. Derek Anthony, Vice-Chairman
Mr. Trygve Nøkleby Board of Director (New)
Re-elected
Mr. Stig Mathisen, Board of Director
Mr. Joshua Miller, Board of Director
Mr. Patrick Fong, Board of Director
Mr. Ove Jöraas, Board of Director
Mr. Einar Straume, Treasurer
A token of appreciation was presented to Dr. Anthony by Mr. Furset. (Left).
The former chairman, Dr. Derek Anthony, has switched his
position with the former vice-chairman, Mr. Kjartan Furset.
Danish clothing company Bestseller’s mega donation day
On 10 April the Danish clothing and accessories company Bestseller
held its donation day, GIVE-A-DAY, where their consumers’
spending contribute to giving back to communities, including in
China and the Philippines via foundations.
The donations totalled a staggering €15,014,122 to be donated to
charity around the world.
“Everything our customers spent on 10 April 2015, will go to charity,”
proclaimed Bestseller as they arranged their worldwide charity day across
all brands and countries.
“We are really proud of the results we have generated and we
have witnessed an enormous commitment from our colleagues and the
customers that made it all possible,” said Corporate Communication
Director Mogens Werge.
“The total amount exceeds all expectations, and we can’t wait to get
the money out working for the children, we are here to support,” said Steen
M. Andersen, general secretary of UNICEF Denmark, handling the global
UNICEF donation to fight malaria in Angola, Kenya and DR Congo.
Half of the total donation was donated to local charity causes in the
countries where Bestseller has its stores, while the other half went to major
global charity causes.
Thanks to the donation, GAIN (Global Alliance for Improved Nutrition)
can also contribute greatly to combatting malnutrition in India.
“The donation gives us an amazing opportunity to create a healthier
future for thousands of children in India, where almost half the children suffer
from chronic malnutrition,” said Charlotte Pedersen, Senior Advisor in Gain.
In China the Dream School project that ensures proper school
attendance and a chance for a better future for tens of thousands of children
in rural areas got support.
32 million children attend boarding schools in rural China, starting as
young as 6 years old. The children’s parents have left to seek jobs in the
big cities, and the schools do not provide a quality environment for young
children to develop, both intellectually and physically. The Dream School
project helps giving a chance for a better future for tens of thousands of
children in rural China.
In the Philippines the supported Pink for Life foundation that raises
funds through events and private donors to help treat patients with stage
1 and 2 breast cancer. Pink for Life provides as much as 70% discount to
chemotherapy treatments.
Bestseller is a family-owned clothing and accessories company founded
in Denmark in 1975 by Merete Bech Povlsen and Troels Holch Povlsen. They
provide fast affordable fashion for women, men, teenagers and children and
the products are available online, in branded chain stores, in multibrand and
department stores.
Bestseller Fashion Group China is an independent company owned by
the Holch Povlsen family and two Danish business partners in China. The
group designs its own collections for more than 6,300 stores in China.
4 ScandAsia.China • June 2015

DCCC Shanghai AGM
The 2015 Annual General meeting of the Danish Chamber of Commerce
in China Shanghai (DCCC Shanghai) was held on Banyan Tree on the
Bund on 19th March 2015 where 33 individual and corporate members
enjoyed a pleasant evening along with a 3-courses dinner.
“In 2014, the DCCC Shanghai held 73 events, big and small, with 1700
participants. Compared to our size, we remain to be one of the most active
chambers, and we are one of the few, who managed to keep the average
attendance up at a stable level. We strongly believe that this is the result that
the board and secretariat continues to make great efforts in securing the
quality of both, the content and the speakers,” Simon Lichtenberg told during
the Chairman’s report.
After the Treasurer’s report by Niels Roed, the organization’s accounts and
the budget were approved, followed by the most important part of the evening:
the election of the new board. At the end of the program, Niina Sillanpää from
MPS China presented the long-awaited Nordic Salary Survey in China.
According to the bylaws, a new Chairman and Vice Chairman are elected
every second year. The current Vice Chairman Emil Hauch Jensen (Hohenstein
Textile Testing (Shanghai) Co., Ltd.) was appointed by the consensual Board
of Directors as the new Chairman, and Janus Castro Grimnitz (Royal Cargo
Combined Logistics Shanghai Ltd) as the Vice Chairman.
The DCCC Shanghai had the pleasure to welcome the new board
members: Rasmus Riisgaard Mortensen (NEFAB), Francis Hoang (MPS
China), Mathias Boyer (CSR Capital) and Trine Roland Westergaard (Paustian
International China), as well as the new Board Representative from Young
Professionals Alexander Petersen (eGISS China). And, the following members
successfully run for re-election: Simon Lichtenberg (Trayton Group), Christian
Overgaard (Freelancer), Niels Roed (Maersk Procurement Group), Jakob
Sonnenberg, Glen Mikkelsen (DI Asia Base), Peter Kiaer (Grundfos China) and
Paul Kristensen (SAS Cargo). Last, but not least, Consul General Nicolai Prytz
will represent the Consulate General Denmark in Shanghai.
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Photographs by: Laura Li
News Brief
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June 2015 • ScandAsia.China 5

News Brief
Research: Swedish companies in China popular among employees
New findings show that as many as
91.6% of employees working at a
Swedish company in China are likely
to recommend working for a Swedish company
to someone else. Swedish companies in China
also claim comparatively high satisfaction rates,
with the average employment time standing
at 5.09 years, according to the research data
collected through three channels: social media
(Weibo) innovation analysis, internal interviews
with employees at Swedish companies in China
and an external study of students and young
professionals.
The Swedish Spirit of Innovation project
initiated the Report Research on Swedish Business
Culture in China, conducted in collaboration with
leading Scandinavian brand management agency
Rewir, leading European research agency Nepa
and CIC, a renowned social business intelligence
provider in China.
Swedish Spirit of Innovation is an initiative
driven by the six companies Alfa Laval, Atlas
Copco, Ericsson, IKEA, SKF and Volvo. This is the
first such case of Swedish employers spearheading
a large-scale business culture project in China.
The research data was collected among
2,872 participants who took part in interviews
and external studies. 1,472 participants were
from six Swedish companies – Alfa Laval, Atlas
Copco, Ericsson, IKEA, SKF and Volvo – and 1,400
were external participants aged from 21 years
old to 33 years old, with 77% identified as young
professionals and 20% as universities students.
According to the research, among foreign
companies from Germany, France, the US, Japan
and Sweden, overall employee satisfaction levels
were significantly higher for Swedish employers
(71%), followed by German employers (62%).
Aside the high rate of employees likely to
recommend working for a Swedish company
to someone else the research also looked
into employee turnover and according to
1,400 samples, the average years employed
at the abovementioned Swedish companies is
5.09 years.
Furthermore, Chinese netizens show
great interest in discussions about Swedish
innovation. The research report analysed online
discussion of the topic and the results show that
demographically, China, the US and Sweden are
the top three mentioned countries referenced
when Chinese netizens talk about innovation.
In terms of the innovation buzz, the innovation
of Sweden showed the most appreciation (38%),
followed by that of the US (35%) and Japan
(29%). A breakdown of innovation topics comentioned
with Sweden showed that Chinese
netizens mentioned most angles of creativity in
life such as home design, corporate innovation
and public facilities.
The Swedish Spirit of Innovation organising
committee commented on the social media
buzz about innovation of Sweden that Chinese
netizens demonstrate an existing appreciation
for Swedish innovation and some certain
knowledge of Swedish innovation culture.
Chinese employees speak highly of Swedish
companies. These factors have paved the way for
further promoting Swedish employer branding
in China to continue this cause and spread the
word further.
Why are Swedish companies are so popular
among Chinese employees? The research
initiator indicated that according to the research,
Swedish business culture is highly regarded by
Chinese employees. Chinese young job hunters
are also coming to the same understanding, with
salary alone no longer the only decisive concern.
Among 1,400 external participants, salary still
plays the most important role (55.9%), however
aside from salary, opportunity for advancement
(40.6%), fitness (26.6%) and work environment
and business culture (25.2%) are the most cited
reasons for choosing a job when considering a
potential working environment.
In addition, internal interviews confirm that
Sweden has established a premium image among
Chinese employees. Sweden scores the highest
on soft values. “Approachable, environmentally
friendly, friendly, honest and family oriented” are
the most frequently used words to describe
Sweden by Chinese employees. Likewise,
“professional, respecting employees, nonhierarchical”
are words used to describe the
overall perception of Swedish business culture
in China.
Also, the research allowed for the identification
of four core values that it was found all Swedish
companies share, namely “Caring”, “Creating”,
“Engaging” and “Sharing”. Data shows that flat
management structures, equality and mutual
respect between employees and managers, open
workplaces and caring for employees and their
families are the most competitive advantages of
Swedish companies. Such a business culture has
helped to enhance employees’ sense of belonging
and satisfaction.
This research was co-conducted by CIC.
CIC is the first China’s leading social business
intelligence provider, enabling enterprises to fully
leverage the power of soc
Promoting Swedish employers
Swedish Spirit of Innovation also has thirteen
supporting organisations, all from Sweden.
The project has been engineered to promote
Swedish companies’ unique and innovative
business culture, ensuring that China’s younger
generations have a better understanding
of the distinct and attractive attributes that
Swedish employers share. Beginning in 2014 and
climaxing in 2015, the campaign will combine
digital interactions and on-the-ground activities
directed at audiences throughout China and
provide a window through which they can
engage with several of Sweden’s top companies
operating in China.
6 ScandAsia.China • June 2015

News Brief
New action plan for the Swedish-Chinese cooperation on health
A
new action plan in the field of health was
signed on 21 April by Sweden’s Public
Health, Medical and Sports Minister Gabriel
Wikstrom, and China’s Health Minister Li Bin.
The action plan allows us to deepen
cooperation in areas such as combating antibiotic
resistance and tobacco prevention. We also get
the opportunity to collaborate on new issues
such as health care digitization, control and
organization,” said Gabriel Wikström.
The new Action Plan for the years 2015-
2018, and enter the following areas:
• organization and management of health
services, especially in primary care
• elderly care
• medical research
• mental health
• public health and health promotion
• cancer
• infection control, antibiotic resistance and
hygiene
• maternal care and child health.
Sweden and China have a bilateral agreement
on cooperation in the field of health since 2006.
The agreement rests on three legs, and aims to
promote cooperation in the private, public and
academic sectors.
Public health, medical and Sports Minister
Gabriel Wikstrom, with a Swedish business
delegation, visited China on April 20 to 23.
Photo: Kristian Pohl/Government Offices of Sweden
Through a mix of meetings with key stakeholders
from national and local levels, study visits and
seminars, Swedish companies had the opportunity
to present their solutions and build a foundation
Sweden’s Health Minister and Ambassador Lars
Fredén. /swedeninchina.com
for future business with Chinese actors from both
public and private sector. The cities visited during
the trip are: Beijing, Nanjing and Shanghai.
The delegation trip was organised by Swecare
and Business Sweden in cooperation with the
Ministry of Social Affairs, the Swedish Embassy
in Beijing and the Swedish Consulate General in
Shanghai.
During the visit Gabriel Wikström had time
for a Heyrobics-pass along with the staff of the
Embassy of Sweden, and part of the programme
also met with members of the Swedish Chamber
of Commerce during a meet-and-mingle, where
the minister introduced the new government
as well as recent developments in Sino-Swedish
relations.
Swedish Embassy Beijing and CSR Asia China study looks at the
development for CSR
The Swedish Embassy, Beijing, in collaboration
with CSR Asia in China has released a
comprehensive CSR study, showing an
increased awareness for CSR, and that weak
enforcement of legislation is the biggest obstacle
to its widening.
Presentations were held during the spring for
Swedish Chambers of Commerce in Beijiing and
Hong Kong, where Ms. Maisoun Jabali, Head of
CSR Centre and Centec at the Swedish embassy
presented the result from ‘Corporate Social
Responsibility Development and Trends in China’.
“It was interesting to see that the study
showed an increased awareness on CSR, and that
this increased awareness is primarily attributed to
the openness of the market,” said Maisoun Jabali.
Approximately 82 per cent of the respondents
to the study are not satisfied with the current
state of CSR development in China.
The study shows that a common opinion is
that there is a solid framework of both labour
and environmental legislation, but it is poorly
enforced. At the same time the study shows that
compliance with legislations and regulations is
perceived as the most important incentive for
companies to implement CSR.
Increasing difficulty in finding and retaining
workers, labour practices is an area where the
companies generally have improved the most,
much because of higher levels of compliance with
labour polices.
The environmental CSR of companies is
ranked among the least addressed issues, despite
the fact that pollution is a major concern and has
received much attention in the past two years.
Overall, the findings of the study indicate that
the understanding and implementation of CSR is
considered unsatisfactory and still largely limited
to philanthropy and acts of charity.
Environmental issues and labour practices
will become the most pressing CSR issues for
enterprises to deal with over the next decade.
Transparency, corruption prevention and ethical
behaviour are other areas expected to gain in
importance.
It is believed the government will remain the
key driver onwards but the private sector will
become more proactive.
The mission of the Centre for Corporate
Social Responsibility (CSR) of the Embassy of
Sweden in Beijing is identify and address challenges
for companies in implementing CSR.
Positioned at the core of Sino-Swedish CSR
relations, the CSR Centre closely follows Sino-
Swedish CSR developments. In collaboration with
its network of partners, the Centre maps CSR
trends and tools based on research studies and
dialogues with various stakeholders..
June 2015 • ScandAsia.China 7

News Brief
Danish-Chinese Business Forum: “Relations at an all-time high”
On 14 April 2015 Danish-Chinese
Business Forum held its Annual Meeting
to review the Forum’s activities and the
highlights of Danish-Chinese relations of 2014.
Speakers including Prime Minister Helle
Thorning-Schmidt and Chinese Ambassador Liu
Biwei took the floor to provide the 120 participants
with interesting insights on the opportunities and
challenges for Danish businesses in China.
Following the welcome by the two Chairmen,
Chamberlain Mogens Christensen gave a speech
on behalf of His Royal Highness the Prince
Consort, Patron of Danish-Chinese Business
Forum, who had fallen ill and could not partake.
In his speech the Prime Minister addressed
the all-time high of Danish-Chinese diplomatic
relations and the increased importance of
bilateral ties. Pointing the attention to China was
an on-going priority for the current government,
and results had been achieved since the PM took
office in October 2011.
Denmark-China trade has doubled over the
past years and more than 500 Danish companies
are operating in China. According to the Chinese
embassy in Denmark, the China-Denmark trade
volume in 2014 rose 16.7 percent year-on-year
to $10.6 billion.
The PM also highlighted the importance of
China for Danish commercial activities and the
great opportunities for Danish key competencies
to be part of solving the problems that China
currently faces.
China’s Ambassador to Denmark Liu Biwei
shared his appreciation of the state visit in April
and the PM’s official visit in 2014 as great symbols
for the all-time high entering the 65th year of the
diplomatic bilateral relations. The ambassador
called on further policy coordination between the
countries and a hope for increased cooperation
in establishing the Asia Infrastructure Investment
Bank.
After a short break, Stephen Phillips,
Chairman of EU China Business Association
and Chief Executive of China Britain Business
Council, provided great insights on the prospects
for business in China. Stephen Philips started
with an elaboration of the on-going economic
reforms and macro-environmental changes in
China. Among his main points were the strong
commitment to reform by Beijing leadership, the
fight on corruption and the expectations for a
‘new normal’ to be displayed in this year’s five
year plan.
Stephen Phillips also provided an understanding
of the increasingly complex investment
relations and drivers for business opportunities
in China. To wrap up his presentation he touched
upon the global presence of China in the years
to come.
Torben Nielsen, CEO of Kopenhagen Fur,
gave the final keynote speech, presented the
company’s journey of doing business with China.
Torben Nielsen took the audience through a
storyline of Kopenhagen Fur’s success with
Chinese consumers and the challenges they have
overcome along the way.
Finally, Professor Kjeld Erik Brødsgaard,
Director of Asia Research Centre, Copenhagen
Business School and Guo Xin, Deputy General
Manager, Bank of China (Stockholm Branch)
joined Torben Nielsen and Stephen Phillips on the
podium for a panel debate.
Kopenhagen Fur hosted the event at their
headquarters in Glostrup.
Danish-Chinese Business Forum is an
independent, non-profit, executive network
organisation that aims to strengthen commercial
ties between Denmark and China. The network
acts as an enabler of knowledge exchange among
companies and organisations with a common
interest in Danish-Chinese business relations.
Founded in 2005, the network today counts
more than 600 business executives with first hand
experience of doing business in China and whose
combined strengths affect the decision-makers.
Having received official recognition from both
Danish and Chinese authorities, Danish-Chinese
Business Forum is acknowledged as the prime link
between Sino-Danish commercial interests.
Danish Consulate Shanghai’s food event highlights the 65 Years
diplomatic relations anniversary
In May 2015 the Royal Danish Consulate
General in Shanghai organized a unique
Danish – Chinese gastronomic event with
two renowned chefs, Mr. Yu Xiao Er from China
and Mr. John Kofod Pedersen from Denmark to
celebrate the 65th anniversary of establishment
of diplomatic relations between Denmark and
China.
Denmark has long been renowned for a very
high gastronomic level and by mixing Chinese
modern cuisine; the Consulate General arranged
an exciting food evening, with a touch of the
best from both Danish and Chinese cuisine.
During the event the two chefs interacted with
the guests and demonstrated their cooking skills,
while creating a series of Danish and Chinese
fusion dishes.
“Both our cultures have a proud food tradition
8 ScandAsia.China • June 2015
and a significant part of both Danish and Chinese
cultures is food. This is one of the reasons why we
have chosen to celebrate this anniversary with a
gastronomic event,” said Mr. Nicolai Prytz, Danish
Consul General in Shanghai.
“We should recognize that our relationship
is about much more than traditional business and
political and diplomatic relations. It has also grown
in terms of our mutual cultural exchange and it is
important to recognize the Sino-Danish cultural
exchange as a significant factor in strengthening of
our overall relationship.”
The event took place at the unique Up Arts
Gallery in Shanghai. The gallery and showroom is
build-up by 200 recycled shipping containers –
undoubtedly one of Shanghai’s most fascinating
showrooms and with a strong Danish design
footprint
The Chinese like Danish food. THis is from last
year’s Open Denmark Day at the embassy in
Beijing where John Kofod Svendsen was also Chef.

Denmark and China 65 years diplomatic
relations anniversary gala dinner
News Brief
From left to right: Wang Chao, Chinese Vice Minister for Foreign Affairs, ​Yan Junqi, Vice Chairman for
National People’s Congress of China, Manu Sareen, Minister for Children, Gender Equality, Integration
and Social Affairs and Friis Arne Petersen, Ambassador of Denmark to China.
On 11 May 2015 state leaders from
Denmark and China celebrated the
65th anniversary of establishment of
bilateral diplomatic relations with a gala dinner
and agriculture and sustainability-themed
seminar at the Great Hall of the People in
Beijing on Monday.
From the Danish government Manu
Sareen, Minister for Children, Gender Equality,
Integration and Social Affairs was present for
the celebrations.
“It is a great pleasure to be here today to
celebrate the relations between Denmark and
China on behalf of the Danish government,”
said the minister and continud: “Despite our
differences, we share common goals. We want
a society where everybody can shape their own
future, but also a society where we take care of
the sick and the elderly. The market should play
a decisive role, but not at all cost. We need to
ensure a sustainable development and take care
of the environment.”
In the recent years, Denmark and China
have seen a growing number of areas of
cooperation like social affairs, legal affairs, anticorruption,
foreign policy and defence.
“Denmark was one of the very first
Western countries recognizing and establishing
diplomatic relations with the People’s Republic
of China. This great foresight has served our
ties with China very well. We are also the only
country in the Western world that has had an
unbroken diplomatic presence in China since
1908, this celebration marks the long friendship
between us,” said Mr. Friis Arne Petersen, Danish
Ambassador to China.
“The bilateral relationship has progressed
tremendously. Our private companies and
institutions have full-fledged engagement in
this Sino-Danish partnership for mutual benefit
and among the European countries, Denmark
is one of the largest exporters to China in
terms of trading figure per capita, as well as the
largest investor in China per capita. This makes
Denmark the most China-oriented economy
in Europe together with the Netherlands and
Germany,” the Ambassador added.
Following the afternoon seminar at the
Great Hall of the People, Danish and Chinese
companies including Kopenhagen Fur, Kjeldsens
and Husheng Agriculture had an exhibition
booth at site where their products and services
were showcased.
During the gala dinner, performers from the
Music Confucius Institute of the Royal Danish
Academy of Music had a joint performance with
Chinese musicians. A ballet performance was
orchestrated by the Royal Danish Ballet School
and the Beijing Dance Academy.
Ms. Yan Junqi, Vice Chairwoman of the
Standing Committee of the National People’s
Congress, Mr. Manu Sareen, Danish Minister
for Children, Gender Equality, Integration and
Social Affairs, Mr. Wang Chao, Chinese Vice
Foreign Minister, Mr. Li Gao, Vice Minister for
State Bureau for Letters and Calls and Mr.
Song Jingwu, Vice President of the Chinese
People’s Association for Friendship with Foreign
Countries were present at the celebrations
together with Ambassador Friis Arne Petersen.
Some Danish and Chinese officials as well
as companies attended the celebration. Danish
and Chinese media representatives and notable
public figures such as famous anchor person
from Hunan TV, Mr. Wang Han also joined the
celebration.
China’s Premier and
Prime Minister of
Denmark exchange
congratulatory
messages on 65
years of diplomatic
relations
On May 11, 2015, Premier Li Keqiang
exchanged congratulatory messages
with Prime Minister Helle Thorning-
Schmidt of Denmark, celebrating the 65th
anniversary of establishment of diplomatic
relations between China and Denmark.
Li Keqiang said in his congratulatory message
that since the establishment of bilateral diplomatic
relations 65 years ago, the China-Denmark
relations have enjoyed a sound and stable
development. At present, the two nations witness
increasingly closer political mutual trust and
fruitful results in bilateral practical cooperation
covering all fields. Standing at the new starting
point of the 65th anniversary of establishment
of diplomatic relations between China and
Denmark, China is willing to, together with
Denmark, promote exchanges and cooperation
in all fields and further enrich the connotation
of bilateral relations in accordance with the joint
work programme between China and Denmark,
so as to constantly push the China-Denmark
comprehensive strategic partnership for new
progress.
Helle Thorning-Schmidt expressed in her
congratulatory message that the Denmark-China
relations, which have maintained a long-term
stable development and yielded fruitful results,
are moving toward a higher level this year. She
believed that with the concerted efforts of
both sides, the Denmark-China comprehensive
strategic partnership will be constantly deepened
and bring benefits to both countries. She is ready
to take this opportunity to send her best wishes
to all the Chinese people and wishes a more
prosperous China and closer Denmark-China
relations.
June 2015 • ScandAsia.China 9

Five questions
to the Danish Ambassa
Can Denmark maintain
and develop the
strong diplomatic
relation with China
without compromising
on democracy and
human rights? Danish
Ambassador to China
Friis Arne Petersen
gives his answer in this
Q&A on the occasion
of the 65 years
anniversary.
By Louise Bihl Frandsen
1. How will you describe the
development of the relationship
between Denmark and China during
your five years as Ambassador?
There has been a positive and unique development
of the Sino-Danish bilateral relationship. President
Xi Jinping described this result last year during
our Queens State Visit with the following words:
“Our Chinese–Danish ties are at an all-time high”.
Another clear indicator of this is the large number
of visits on ministerial level and higher levels
between our countries. In the past five years
alone, 49 Danish ministers have visited China and
an equivalent number of Chinese ministerial level
visits have been conducted in Denmark. We’ve
had two State Visits between our two countries,
one in 2012 by President Hu to Denmark and
one in 2014 where President Xi Jinping invited
our Queen. Our Danish Prime Minister has visited
China twice the last three years. We mark the
anniversary of the 65 years of diplomatic relations
by developing a joint work program outlining
the wide and deep cooperation in areas such
as environment, energy, health, food, transport,
maritime etc.
2. If you should point out three
positive effects, the strengthened
relationship have had for Denmark
the past few years, what would you
highlight?
First and foremost an increased number of
government to government agreements during
this period. We have never concluded so many
important government agreements with China
in such a period and it is also the biggest number
of agreements that Denmark has concluded with
any country in the world. So – secondly – as a
consequence our cooperation has expanded
deeper and wider in these new areas and in
depth. Cooperation that we few years ago would
not have imagined possible is now on its way,
such as anti-corruption cooperation between the
Danish Ombudsmand-institution and the Chinese
authorities in this field, such as the Bureau of
Letters and Call and Ministry of Supervision.
Thirdly the growth of our bilateral economic
interaction, not just trade but also investment.
For example in the Food and Agriculture area,
there’s been a steady increase in the number
of signed agreements, creating market access
10 ScandAsia.China • June 2015

dor to China
and thus allowing new Danish food products
to enter the Chinese market. The same goes
for energy, environment and industrial areas like
green shipbuilding where we have a cluster of
marinetech companies that can be sub suppliers
to Chinese shipyards of advanced technology.
3. China’s Ambassador in Denmark,
Mr. Liu Biwei, has described the
relationship with Denmark as something
special. How come Denmark
has achieved this status in China?
I attribute it to the history: Denmark was the first
western country to recognize China in 1950 and
Denmark was the first and so far only Nordic
country to enter a comprehensive strategic
partnership agreement with China in 2008. Finally
Denmark is the only Nordic Baltic country that
both enjoys this history with China, is a member
of UN, NATO and the EU, has a very close
cooperation with the US and is globally active for
a long period of time. Some of the other Nordic
countries have some of these characteristics but
none of them fulfil them all like Denmark.
4. Looking at the differences between
the two countries regarding democracy
and human rights, what
situations can be a challenge for the
two countries in the years to come?
Denmark and China has clearly very different
political systems and historical backgrounds. Today
politicians from both sides understand this, and
in the last 10-20 years there have been created
a momentum in the bilateral relations despite
of this. The globalization has made countries
more constructive and realistic in their foreign
policy approaches and more willing to seek the
common ground in the future than to challenge
the differences. Countries apparently realize that
we are interdependent in today’s world and
that there is much more that bind the countries
together than separates them. A mutual concern
for environmental issues, climate policies is a
challenge to the whole world, a hope for more
clean and healthy food products, interest to get
better and better health care, wish for more
transparent and accountable government and
many other issues. By cooperating the world
can come a longer way forward. A new area like
culture is increasingly important to share and
exchange. For example we have just had a very
successful Danish Cultural Season in China and
the interest for Chinese culture in Denmark has
risen in the past years. So the World appears to be
more concerned with these interdependencies
and possible cooperation rather than conflict
and exclusion.
5. Do you believe it is possible for
Denmark to maintain and develop
the strong diplomatic relation with
China without compromising on democracy
and human rights?
Denmark has both had an increase in our trade
relationship with China as well as doubling our
funding to human rights activities. These human
rights initiatives have shown positive and concrete
results through the years and confirm Denmark’s
position as one of the leading countries in this
area. So it is definitely possible to do both at the
same time.
June 2015 • ScandAsia.China 11

12 ScandAsia.China • June 2015

EXPANDING
THE OTHER
WAY AROUND
Many Western creative agencies have been
expanding to Asia due to the region’s rising
consumption. Constant, established in
Hong Kong 2012, have decided to do the
other way around and is now expanding
with an office in Copenhagen.
By Jojje Olsson
In our digital age it’s important to maximise
the use of new technical platforms and
social medias in storytelling. Interaction with
customers should be a central part of the
marketing, and influence design as well as
strategy and distribution of the content. That is the
opinion of Tem Hansen, 31, from Denmark and
Tim Ho, 30, from Hong Kong, former colleagues at
Oglivy & Mather’s Hong Kong office.
While working at Oglivy & Mather, the two
colleagues realised that there was no independent
creative agency in the region with this concept.
Hence, in 2012 they decided to create their own
agency, and from an early beginning put a lot of
time into building a network with local designers,
musicians and other artists.
”For us it is more important to learn to know
popular and cool Asians in a broad range of creative
professions, rather than just some random famous
people from the West. That allows our Western
clients to cooperate with local celebrities, that can
also work as ambassadors for certain brands in
Hong Kong or China”, says Tem Hansen.
Tim Ho stresses the importance for foreign
brands to think beyond just the design to be able
to succeed in Asia:
”To be popular in Asia today, companies have
to fit their content to local culture and customs.
The industry seems to slowly have understood that
the road to success is not to simply copy the same
concept that is being used on the Western market
and apply it to China”.
One example is Hermes, that have been far
more successful in China than rivals like Louis
Vuitton. The explanation is local elements in the
design of Hermes products for the Chinese market,
which also includes an oriental theme of the interior
of the stores. Starbucks have also been expanding
fast on the Chinese market, thanks to localisation
on the menus with drinks such as ”Red Bean
Frappuccino” and ”Green Tea Latte”.
Constant did a successful marketing campaign
with the american footwear manufacturer New
Balance, in which unique portraits was created of
individuals with different professions or lifestyles
that was connected to the brand accordingly.
”Rather than just showcasing the product we
tried to focus on the cultural aspect, with a network
including several local creative artists that could
render the style and feeling of New Balance”, says
Tim Ho.
The unique lifestyle portraits from Tokyo,
Shanghai and Hong Kong was integrated with PR,
social media and other web services throughout the
region. Constant was particularly pleased with the
fact that the campaign content was also displayed in
several European countries, which is not common
for campaigns in Asia - usually marketing content is
rather moving from West to East.
Copenhagen expansion
The New Balance campaign worked as inspiration
for Tem and Tim to expand with a Copenhagen
office this year. By presence in Copenhagen as well
as Hong Kong, the duo hopes to give its customers
a new perspective.
”We want to get closer to Scandinavian brands
in order to help them to develop unique and
effective marketing strategies for Asia. Moreover,
our ambition is also to offer Chinese brands to
expand in Europe”, says Tem Hansen.
Tem speaks of design as ”a part of the DNA”
in Scandinavian countries, where attractive design
by itself is often seen as the most important factor
for a company’s success as a whole. Constant wants
to introduce this culture to Asia. One method is to
offer talented Scandinavian designers opportunities
in the region.
Tem Hansen explains that the culture of
consumption is ”more intensive” in China and Hong
Kong than in the west:
”Consumption has reached new peaks during
the past years and is now playing a major part
in everyday life. People here are expecting, and
also accepting, to be approached by sales staff or
commercials at street level or online”.
June 2015 • ScandAsia.China 13

That means a brand wont have to keep
its marketing content and message as low key
as in Europe, out of fear from offending the
customers. Asian customers are also more likely
than its European peers to interact with the
brands. This, according to Tem, makes the Asian
market extremely interring to work with, but it’s
also harder to gain customer loyalty as so many
brands are communicating with the customers at
the same time.
Mobile storytelling
According to Tim Ho, many foreign companies fail
to comprehend the wide use of mobile platforms
in Asia.
”All aspects and activities, from the design of
the platform to the content itself, has to made
with a ’mobile first’ mentality. In Asia it is actually
more important that the content fits mobile
platforms than desktop computers”.
China is now boosting about 700 million
internet users, and the mobile internet expansion
have been way faster than that of conventional
computers. Since 2007, China has seen a tenfold
increase of mobile internet users to 557 millions
by last year’s end. In fact, last year was the first
time ever that Chinese mobile internet users
surpassed those who surf the internet with
desktop computers.
Concerning the marketing content as well
as application design, Tem and Tim both stresses
that the simple and clean design we are used to
in Scandinavia is gaining popularity in Asia as well.
That’s a change from the earlier Asian praxis of
”principle information” - the concept of stuffing
14 ScandAsia.China • June 2015
as much information a possible into a message.
Tem Hansen also explains his belief that global
strategies is something that, at best, only works at
macro level: ”Many companies are relying far too
much on whatever is being churned out from
the headquarters and are afraid to spend money
on local content. That is not the way to become
relevant in Asia, home to two thirds of the world
population”.
He adds that an increasing number of
Asian manufacturers are launching their own
products rather than just being sweatshops for
Western companies. Certain regions of Asia is
also establishing its own brands, and are starting
to think outside their local and regional markets.
Those new, dynamic Asian companies is a big
part of the reason that Constant is now taking
the unconventional step to expand from Asia to
Scandinavia. By linking the two regions together,
they hope to be able to assist designers as well
as brands to develop a philosophy including the
best of both worlds.
FACTS / Constant
(www.weareconstant.com)
• Constant was established as SALT in
2012 by Tem Hansen and Tim Ho. Have
been working with brands like Nikon,
New Balance, Wrangler and the Shangrila
Hotels.
• Constant is using its network to create
teams with different skills that are tailored
for the different campaigns. Is mainly
working with local creative artists and
start-ups.
• Constant is expanding with a Copenhagen
office this year, and is changing its name
to Constant. They are also hiring Henrik
Xu from Sweden and Marlon Ge from
France.

The XC90 Excellence
Volvo unveils it most luxurious car model ever
While eagerly awaiting the XC90’s arrival to Asia later this
year, Volvo Cars unveiled “the most luxurious vehicle ever
built by the Swedish company in its 88 year history” at
the Shanghai International Automobile Show – the XC90
Excellence.
Volvo’s designers and engineers have crafted this top-of-the-line XC90
version to offer customers a distinct and individual automotive experience
that incorporates the latest Scandinavian innovations in design, refinement,
comfort and style.
The XC90 Excellence, described as “an elegant and refined four-seat
version of its recently launched XC90”, is based on Volvo’s all-new XC90, which
has seven seats, creating an enormous amount of additional space for rear seat
passengers that helps to deliver an exceptional customer experience.
Thus, this model offers a First Class automotive experience that begins
with broad, spacious individual reclining rear seats complete with massage,
ventilation and increased leg room, as well as a retractable control touchscreen,
folding tables, a refrigerator with bottle and glass holders, a heating/cooling
cup holder and handmade crystal glasses from leading Swedish glass design
company, Orrefors.
“This is our new flagship car,” said Thomas Ingenlath, Senior Vice President,
Design. “We have created the ultimate luxury experience of Scandinavian
design. Volvo has never launched a car like this before. This is the car that
demonstrates what the name Volvo now means.”
The XC90 Excellence offers its passengers footrests, ambient lighting,
illuminated storage and unique leather detailing in blond or charcoal, a luggage
compartment dividing screen, additional sound insulation in the cabin and Pirelli
Noise Cancelling System tyres (PNCS).
XC90 Excellence passengers will also enjoy a specially augmented Bowers
& Wilkins audio system that adds an extra speaker to its 19-speaker system,
resulting in unrivalled high fidelity sound reproduction and surround effect in
the rear seats.
“What we have designed is amongst the best rear seat experiences available
in a luxury car,” said Mr Ingenlath. “The result is a superlative environment for
relaxed comfort or doing business.”
The XC90 Excellence also comes with an integrated ionic air cleaner in
the CleanZone climate system. The Excellence version will be available globally
later in 2015.
Copyright: Igor Yaruta / 123RF Stock Photo
June 2015 • ScandAsia.China 15

Sigve Brekke
new Telenor Gro
Telenor Group announced recently
that Mr Sigve Brekke, the former CEO
of DTAC, currently the Executive
Vice President and Head of Telenor
Group’s Asia operations, has been
appointed as its new Group President and Chief
Executive Officer.
Sigve Brekke joined Telenor in 1999 and has
held several executive positions in the company
since then.
He has been instrumental in establishing
Telenor Group as a leading international mobile
operator. Under Brekke’s leadership, Telenor has
added more than 100 million subscribers in Asia.
The value creation from Asia has been significant
and the region now represents more than 40
percent of the total enterprise value of Telenor
Group. Telenor is well positioned to monetise on
the next growth wave - providing internet for all,
writes the Norwegian telecommunications giant
in a statement.
Sigve Brekke is currently responsible for
Telenor’s operations in Asia (Executive Vice
President and Head of Telenor Group’s Asia
operations), a position he has held since 2008.
Earlier in his Telenor career he was the
Managing Director of its Singapore office. Then
a longer stint in Thailand followed as Telenor
developed and expanded its operation there. He
was co-Chief Executive Officer of Thai mobile
operator dtac from 2002 to 2005, and then its
CEO from 2005-2008.
In September 2014 Sigve was once again
back to DTAC; appointed interim CEO Mr. Sigve
Brekke as Mr Jon Eddy Abdullah resigned from his
position as CEO of dtac.
Mr Brekke will succeed Mr. Jon Fredrik
Baksaas as Telenor Group’s CEO by 17 August
2015.
“Sigve Brekke has a solid track-record as
the Head of Telenor’s Asia operations and part
of Group Management since August 2008. His
leading role in our Asian success story combined
with his vast international experience and
leadership capabilities will be of great value as
the company continues its profitable growth
journey,” said Svein Aaser, Chairman of the Board
of Directors in Telenor Group.
“It is a great honour to be asked to lead
Telenor. Our company’s Norwegian and
international success is a result of Telenor Group’s
ability to provide digital communication services
that are valuable to our customers. Telenor’s
strategy, including our financial priorities, form
16 ScandAsia.China • June 2015

up CEO
New Norwegian
to head Telenor
Group in Asia
: Morten Sørby
a solid platform for value creation for our
shareholders and continued growth in
Norway, Europe and Asia. We are poised to
capture value from the opportunities arising
from strong demand for internet services
and I look forward to executing our strategy
together with our 33,000 employees,” said
Sigve Brekke.
Jon Fredrik Baksaas steps down after
13 years as the company President and
CEO. In September 2014, he extended his
tenure for another year, until the end of
2015. In preparation of Baksaas’ retirement,
Telenor’s Board of Directors initiated a
thorough process with a broad set of
internal and external candidates to find his
successor. Baksaas will continue as advisor
to the Board of Directors until the end of
2016 and will serve as Chairman of GSMA,
the global industry organisation for mobile
operators.
“Jon Fredrik Baksaas has internationalised
Telenor and transformed us into a modern,
world-class telecom company and widely
known consumer brand originating from
Norway. I believe Fredrik is one of the most
important industry leaders in Norway in
modern times,” said Svein Aaser.
Telenor has grown substantially both in
terms of number of customers, revenue and
market value. Telenor is a leading mobile
telecom company with mobile operations
in 13 markets and 192 million mobile
subscriptions worldwide. Revenues have
increased from NOK 49 billion to NOK 107
billion and market capitalisation from NOK
45 billion to NOK 270 billion during Baksaas’
leadership. A significant contributor to this
development has been the company’s growth
in Asia.
“To lead Telenor during a period of rapid
growth and major technological changes
has been both exciting and rewarding. In
Sigve Brekke, the Board of Directors has
found the perfect candidate to continue
Telenor’s growth and value creation. We
have worked closely for many years, and
his knowledge of the business, customer
focus and hands-on management style will
ensure a great future for the company,” said
Jon Fredrik Baksaas.
The Telenor executive Mr Morten
Sørby has been appointed as the
new Head of Region Asia in Telenor
Group, effective 1 June 2015.
Mr Sørby replaces Mr Sigve
Brekke, who is the upcoming President and CEO
of Telenor Group. Preparations are under way
ahead of Brekke’s start date in August 2015. Sørby
will assume all the responsibilities in overseeing
and running Telenor Group’s operations in Asia -
and joins Telenor’s Group Executive Management
team.
Morten Sørby, a Norwegian national, brings
significant operational and strategic mobile
telecommunications experience to the role
as Head of Region Asia. He joined Telenor in
1993 and has previously been a member of the
Telenor’s Group Executive Management team for
a number of years. He has served as the Executive
Vice President in charge of corporate strategy
and regulatory affairs in Telenor Group. Sørby was
also the Executive Vice President and head of the
Norwegian and Nordic mobile and fixed network
operations of Telenor.
In 2014, Sørby was CEO of Uninor, Telenor’s
wholly owned operations in India. During this
period, the company continued to strengthen,
both in terms of revenue and customer market
share. Sørby holds a Master of Science in Business
Administration from the University of Karlstad.
He has also completed additional education from
IMD in Switzerland and is a state-authorized
public accountant in Norway.
“Morten brings his vast experience from
the global mobile industry to the role as head
of our operations in Asia. Morten will continue
our growth story in this dynamic region and I
am confident that he will put his deep industry
insight into action together with our operations
in Asia,” says Jon Fredrik Baksaas, President and
CEO, Telenor Group.
June 2015 • ScandAsia.China 17

Potential future
for Saab cars
By Joakim Persson
National Electric Vehicle Sweden
(Nevs), which acquired the main
assets of the Saab Automobile
bankruptcy estates in 2012 and
launched its first electric vehicle
model in 2014, can finally look to the future and
continue the on-going negotiations with two
Asian car markers.
On April 15, 2015 a Swedish District Court
decided that the reorganization of Nevs could
cease as the purpose of it had been fulfilled.
This followed another court decision where the
subcontractors agreed to a proposal allowing
Nevs to write down its debts with over SEK 300
million. NEVS is owned by Hong Kong-based
National Modern Energy Holdings. Behind that,
you find Chinese-Swedish businessman Kai Johan
Jiang.
ScandAsia explains the circumstances that
may very well lead to further Asian investment
into the embattled Sweden-based carmaker.
On March 23, 2015, a District Court approved
the composition that will mean that a total of 573
creditors 469 will get their full claim paid.
“A composition was needed for Nevs to
exit the reorganization in order to be able to
sign commercially viable agreements with our
OEM and financial partners we have been in
dialogue with for a long time. We appreciate the
support from our suppliers, with whom we want
to continue to develop long-term relations”, said
Mattias Bergman, President Nevs.
18 ScandAsia.China • June 2015
In its proposal to pay off part of outstanding
debts to creditors, a write down was necessary
to exit current bankruptcy protection, said Nevs.
Following on that court decision Nevs has
submitted its request to the court to exit the
reconstruction of the company, since its purpose
has already been achieved.
And since this reqest was fulfilled Nevs can
move on and finalise its commercial negotiations
that have been on-going, in one case for over
a year, with which the carmaker is hopeful to
establish a long-term funding deal and potential
joint venture.
In one of the two cases for new partners, it
would be in the form of a new majority owner
and a technical joint venture to share some of
Saab’s technology, including its new Phoenix
platform. This involves the right to use the Saab
brand name and Nevs have been in talks with
Saab AB concerning the brand name for any
future vehicles.
In January 2013 it was announced to extend
and further develop the Saab brand in passenger
cars with a new visual identity, founded on the
Scandinavian heritage, where the four distinctive
seasons, long distances and extreme road
conditions have shaped the Saab passenger cars.
Nevs had signed a licensing agreement with
Saab AB to use the Saab brand for its products
and services. Saab is a strong passenger car
brand, built over many years through technology,
innovation and progressive design.
Carmakers Mahindra from India and
Dongfeng from China have been named in the
media as potential joint venture partners.
In August 2014 the Saab 9-3 Electric Vehicle -
a modified Saab 9-3 Aero Sedan – was presented
as designed and produced as part of a prototype
series in Trollhättan.
“We are happy to present the result of Nevs
engineering into a real Saab EV product. The
Saab cars’ well-known performance and safety is
maintained and we foresee a very good product
for the market. When we developed the Saab
9-3 Aero Sedan Model Year 14, we focused on
enhancing the driving experience, safety and
quality. And the starting point for our development
of the Electric Vehicle project was to maintain all
the good attributes and characteristics”, said Stig
Nodin, Vice President Engineering and Product
Development.
The car is equipped with lithium-ion batteries
from Beijing National Battery Technology, set up in
Beijing in October 2012 by Nev’s majority owner
and CEO, the Swedish-Chinese businessman Kai
Johan Jiang. The battery manufacturer for electricdrive
buses and cars belongs to State Power
Group, a Chinese group of green tech companies
active in the sustainable energy sources, mainly
biomass, and owned by Kai Johan Jiang’s company
National Modern Energy Holdings Ltd.
Kai Johan Jiang has previously worked for
among others Volvo Group.

Apple trifle
By Anders Holm Nielsen
Ingredients (Serves 4)
• 1 cup fresh breadcrumbs
• ½ cup white sugar
• ½ cup hazelnuts
• 1 pound cooking apples
• 1 lemon
• 3 tablespoons honey
• 3 tablespoons caster sugar
• 1 egg white
Preparation
• Place breadcrumbs and white sugar
in a non-stick pan on low heat.
• Cook gently for about 4 minutes while
constantly stirring until it’s dark golden.
• Transfer into a bowl.
• Chop the hazelnuts and toast them.
• Put the hazelnuts into the separate bowl
and set aside.
• Peel, core and slice the apples.
• Grate the lemon rind and juice the lemon.
• Mix the apples, honey and lemon juice.
• Transfer the mixture into frying pan and
cook for 10 minutes on low heat.
• Break up the apples with a spoon, until they are soft and pulpy.
• Beat the apple mixture into a thick puree with a wooden spoon, and set
aside to cool down.
• Stir in castor sugar and egg white until stiff, and fold into the cooled
down apple puree.
• Spoon half the apple mixture into four glass bowls.
• Top with the breadcrumb mixture, and repeat the layers.
• Finish with a layer of breadcrumbs and nuts.
• You can add brandy or any type of liqueur into the apple mixture if you wish
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June 2015 • ScandAsia.China 19